Click-to-WhatsApp ads (CTWA) are Facebook and Instagram ads where the call-to-action button opens a WhatsApp conversation instead of a website landing page. When someone taps the ad, WhatsApp launches with a pre-filled message ready to send to the advertiser's business number, turning ad interest directly into a conversation.

They run through Meta Ads Manager under the Engagement, Leads, or Sales campaign objectives, with WhatsApp selected as the messaging destination, and appear across the same placements as any other Meta ad: Facebook Feed, Instagram Feed, Stories, Reels, and Marketplace.

How CTWA works

1. A business creates a Facebook or Instagram ad with WhatsApp set as the destination
2. A customer taps the ad
3. WhatsApp opens automatically with a pre-filled message referencing the ad
4. The customer sends the message (or edits it first) to start the conversation
5. The business, via chatbot or team, replies, continuing the conversation from there

The user journey compresses from multiple steps (ad, landing page, browse, contact form) into one: ad, tap, conversation.

The free 72-hour window

The most important mechanic in CTWA: every message sent in the first 72 hours after the ad tap is free, including template messages that would normally carry a per-message charge. The advertiser only pays for the ad click itself, not the messaging that follows during that window.

After 72 hours, standard WhatsApp Business API pricing applies if the conversation continues and the customer hasn't opted into ongoing marketing messages.

Why businesses use CTWA

Compared to sending traffic to a landing page, CTWA removes friction: no page load, no form to fill out, just a continuation of a conversation the customer already started by tapping. This tends to produce stronger reply rates and lower cost per qualified lead, particularly in markets like India where WhatsApp is the default communication channel.

For a full setup walkthrough, campaign objectives, pre-filled message strategy, and what the post-click ecommerce conversation should look like, see our Click-to-WhatsApp ads guide for Shopify.

Frequently asked questions

Is Click-to-WhatsApp ads the same as WhatsApp marketing?

No. WhatsApp marketing typically refers to messaging an existing contact list: broadcasts, cart recovery, order updates. CTWA is a paid acquisition channel that brings new people into a WhatsApp conversation via a Facebook or Instagram ad.

Does CTWA require the WhatsApp Business API?

You need a WhatsApp Business account linked to Meta Business Manager to run CTWA campaigns. For automated responses at scale, a chatbot handling the conversation, you'll want the full WhatsApp Business API through a BSP. See our explainer on WhatsApp Business API for the difference.

How much do Click-to-WhatsApp ads cost?

You pay standard Meta ad costs (CPM/CPC) for the click itself. Messaging during the first 72 hours after the tap is free; after that, standard WhatsApp conversation charges apply if the thread continues.

Can Click-to-WhatsApp ads run on Instagram as well as Facebook?

Yes. CTWA campaigns can appear across Facebook Feed, Instagram Feed, Instagram Stories, Reels, and Marketplace, the same placements available to standard Meta ad campaigns.

Last updated: August 2026. Related guides: Click-to-WhatsApp ads for Shopify: full setup guide · What is WhatsApp Business API? · What is COD verification?